By Robert D. Argyelan, DC, MA

It wasn’t all that long ago when even busy chiropractic practices were operating in what we would now call the “Dark Ages” of computer technology. When it was decided that chiropractic would be “by hand only,” no one suspected that the administrative aspects of running a practice would someday mean abandoning that tenet to some degree, in favor of an ever-evolving technology.

Today’s successful chiropractic practices have come a long way. We no longer need to take travel card notes by hand, type an invoice on a manual typewriter, or send a patient home with handwritten instructions.

Building a Practicevia Computer Technology
According to the “Computer Industry Almanac,” 50.4% of American homes have a personal computer (PC). This number continues to grow, and by the year 2007, it is estimated that 251 million homes in the United States will have a PC. With the growing amount of PC penetration, coupled with the ever-increasing popularity of the Internet, a unique opportunity for doctors of chiropractic has arisen. That opportunity is building a practice via computer technology.
Computers were created to make our lives easier. Technology such as software and the Internet will allow doctors of chiropractic the ability to not only increase our exposure, but also to attract, retain, and better treat patients.

Internet Presence
It took radio 50 years to reach 50 million users. It took television 15 years to reach 50 million users. And it took the Internet a mere three years to reach 50 million users.

With more than 1.3 billion websites in existence, the challenge now lies in what should we use our websites for? What many large corporations are realizing is that web presence alone cannot adequately build awareness. Websites are now being incorporated into a mix of traditional advertising media. First you must steer traffic to your website, by getting your website address out there. Next you must inform and engage those visiting your website.
The best model for a chiropractic practice is to “do what the big boys do.”

AOL (American Online), the largest Internet service provider in the United States, found the perfect mix of Internet advertising and traditional advertising when it promoted the movie “Harry Potter and the Sorcerer’s Stone.” First, AOL created awareness for its websites via traditional media such as print and television ads. Then, when users visited the websites, AOL gave them what they were looking for: information, games, movie teasers, and trivia.

Now, you might be thinking, “How does that apply to me, and my business?” Here’s the tie-in. It’s likely you already engage in traditional marketing activities such as lectures, newsletters, brochures, speaking arrangements, etc. In conjunction with this existing marketing, you can create awareness for your website by informing attendees that answers to their questions can be found on your website. If properly executed, information provided on a practice’s website can feel almost like personal attention.

Software as a Practice-Builder
There is an abundance of software applications available. Some will help you run your practice more efficiently, others provide forms or assessment tools, and still others can help you more effectively communicate in order to improve patient compliance with your treatment recommendations.

A computer is a powerful multimedia tool. Software exists that leverages these attributes to better inform potential patients of the benefits of chiropractic care, in a form that is both informative and engaging.

An interactive and engaging video segment is one way you can engage a potential new patient. This type of marketing software can be distributed in a medium (diskette or CD-ROM) that allows patients to pass it along to their friends and family.

Other types of software can help with patient compliance, and can support improved clinical outcomes. As an added incentive, if a patient “feels better,” he or she is more likely to tell a friend or famiy member about the benefits of chiropractic care. Patient compliance software can differentiate your practice from others and increase practice awareness.

One example of software that can help your patients - and your practice - is ergonomic software. The increased use of video display terminals (VDTs) puts workers at a greater risk of repetitive stress injuries (RSIs). For example, the Occupational Safety & Health Administration (OSHA) reports that in 1984, only 25% of the U.S. population used computers at work; by 1993, that number had increased to 45%, and that number has continued to grow by leaps and bounds during the past decade. OSHA estimates that more than 18 million workers are in jobs that often require intensive keying. Along with this expanding use of VDTs have come reports of adverse health effects to VDT operators, OSHA reports.

Chances are, a large part of your patient base - and potential patient base - is at risk for RSIs because of overuse. Work pacing, stretching, and ergonomic software applications are abundant and are excellent examples of software applications that can lead to better clinical outcomes while marketing your practice. Providing this type of service to your patients means excellent take-home value, and an increased potential for referrals.

Running a Tight Ship
Software can also be used to make your practice run more efficiently. There is an abundance of billing software available with prices ranging from very low to very high. It’s important to balance cost-effectiveness with the ability to use your office software to help you grow your practice. Always research a software purchase heavily before making an investment.

Other software packages that can help make your practice run more efficiently are document templates, patient databases, data mining, chart notation, and organizational software. Remember the rule of thumb with software is to research, research, and research. If the software will primarily be used by your staff members, then make sure to get their feedback concerning usability and functionality before making a purchase.

Computer Technology Means
Efficiency and Growth
More and more practices are finding they have less time for administrative chores, even though the demand for such tasks is increasing under many managed-care contracts. Therefore, it’s essential that the successful doctor of chiropractic take advantage of technological practice management tools.

Ultimately, software can help any practice grow while providing assistance in an ever-diversified practice base. Whether it is from increased marketing and practice awareness or increased efficiency and better clinical outcomes, specific software applications can be a tremendous aid.

The practice of chiropractic is a service industry, and the best service industries take advantage of new technologies and software for efficiency and growth.

Dr. Argyelan is CEO of AtlasAxis Consulting, medical director of 19th Hole Products, and a chiropractic consultant to Ergomate, Inc. He is a former president of the California Chiropractic Association (CCA), and a CCA Doctor of the Year. Ergomate is a technology solution provider specializing in products to assist chiropractic practices in growing and retaining patients. Dr. Argyelan can be reached through Ergomate at info@ergomate.com or 408-323-3290; or sign on to the company’s website at www.ergomate.com